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Current Strategy The current strategy namely marked by the lusty presence of Johan Rupert in the heart of the team and the strategy. Cartier, Richemont's cash cow, has fair gone through its 2 worst financial years. In October 2003, Alain-Dominique Perrin, ex CEO of Cartier and who was nominated CEO of Richemont is replaced by Johann Rupert who ambitions apt take a greater control in the Omega duplicate corporation afterward the last 2 disastrous years. Communication The dissemination campaign is a pure production movement presenting the see aboard a red backdrop. An example is presented at Annex X: Cartier's dissemination, December 2003, Elle Deutschland. Born a mini morsel more than twenty years antecedent, the collection "Art de Cartier" encompasses some 1200 chips of jewelry. It is mainly old Cartier pieces that Cartier bought behind in auctions or private collections and namely characterize the mutation of the brand over the last 150 years.

The bad location of the mall is no the merely explanation. M. Rupert comments that "the last successful years conducted to complacency" and that "with complacency progress stops" In fact, the product decreased to 230000 watches in 2002 versus 350000 in average the precedent years. Financial Results Cartier is just coming out of two disastrous years with two years in a row a declining turnover and web benefice.

There is not repair situation to present the collection; on the omega speedmaster replica contrary, the objects are presented worldwide in itinerant exhibitions. The collection has already been presented, amid others, in Paris (1st exhibition in 1989), Saint-Petersburg (1992),A Faster Way apt Start Your Pandora Discount Buying Online, Tokyo (1995), Lausanne (1996), New York (1997) and London (1997), Mexico (1999), Berlin (2202) and Shangai (2004). This strategy is very well thought of for now, Cartier's jewellery and timepieces are considered for masterpiece pieces. The creation of the Cartier Art Magazine also additional this vision a lot. Cartier is also sponsoring many masterpiece accidents but they do not use this sponsorship in their advertising campaign. Cartier has a representation compact with Monica Belluci. It method that, anytime she is dressing jewellery, this omega seamaster replica is Cartier jewellery. There are really many celebrities who wish to have that kind or compact or ask to borrow jewellery. Cartier is also the sponsor of manifold events, locally, like the Cartier Polo World Cup on Snow. Distribution The distribution network has been decreased and some stores have been renewed on the impulsion of Johann Rupert. In fact, an of the key success ingredients to fire a luxury watch is to have a selective distribution strategy as well. Cartier had way to many distribution points and selectiveness was decreasing. Furthermore, the instruction was trying to progressively exclude the omega constellation replica lower scope of product ("les Must de Cartier"). Therefore, one tin assume that distribution and amount strategies were not on the same level. Product range Lately, after the very bad results of exercice 2002-2003, the worst in its history, the product range has been broadened with portal level product for already 1800 CHF (fashionable Tanks).What is more, the "Les Must de Cartier" collection ambition be conserved and renovated. As it has just been mentioned, the omega de ville replica intention wanted to get rid of this collection because it was damaging the brand personality and reputation.

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Brand Awareness As Annex IV: Brand Awareness shows, Cartier has also a quite high brand awareness that reaches 95%. What is more, Cartier embodies elegance, French tradition and luxury. Weaknesses Human turnover is high Turnover has been high the last five years at Cartier in jealousy of lasting organizational alterations, expulsions and departure of some managers. As an example, Jean-Christophe Bedos, ex CEO of Cartier France is immediately CEO of Boucheron -Gucci Group- and Guy Leymarie, who worked 18 years for Richemont, ex CEO of Dunhill and Cartier, is immediately working as De Beers -LVMH- after his eviction. What is more, Cartier counts four another CEO in 6 years. In June 2003, when the brand is doing extremely badly, Franco Cologni is joining CEO Bernard Fornas in order to corner the omega casino imperial replica brand around. He explains this high turnover the emulating access "There are also many over-dimensioned selves in the elegance industry and especially at Cartier. Nevertheless, there is a golden rule in this business: managers go by yet the brand stays".(Le Temps, 3.7.03) What is more, Cartier closed a vegetation in Villeret, Switzerland and deleted 200 work locations in the watchmaking manufacture in Switzerland.